BUSML 7206: BRAND MANAGEMENT Spring, 2017 Professor: Tammy Katz Office: Fisher 050 Email: [email protected] Office Hours: By appointment Phone: (614) 252-7824 Classes: Mon., Wed. 8:30-10:00 AM GE275 Course Overview and Objectives Building and effectively maintaining brand equity is among the top priorities of high performing companies. Effective brand-building and brand management drives superior financial results, consumer loyalty and competitive insulation. This course provides students with insights into how profitable brand strategies can be created and the implications for brand management professionals. The class blends marketing theory and practice to provide perspective on corporate marketing and the brand management function. This course provides insights and experience in strategic brand management. Course objectives are to: 1. Provide an understanding of the key issues in building and maintaining brands and brand equity. 2. Learn and apply key elements of crafting and driving brand strategy, evaluating strategic options, and understanding Marketing’s role and accountabilities in brand and strategy decision-making. 3. Provide exposure to and project participation in brand positioning, strategic brand management, brand portfolio strategies, advertising creative development, and brand planning Required Course Materials Strategic Brand Management; Kevin L. Keller,4th Edition Course Pack Harvard Business School Publishing http://cb.hbsp.harvard.edu/cbmp/access/57059576 Additional Readings: As outlined at http://carmen.osu.edu Class slides will be posted after class on Carmen (Canvas) Grades Grading Performance in this class will be determined based on your ability to demonstrate knowledge and understanding of the material covered in individual written exercises, class participation, and group projects. Final grades will be determined as follows: Individual or % of Component Group Assignment Final Grade Written Assignments and Case Studies (4) Individual 40% Written Assignment and Case Study (2) Group 20% Class Participation Individual 20% 2018 Brand Plan Group 20% Total 100% 1 Grading Scale GPE GPE A = 93 - 100% 4.0 C+= 77 - 79.99% 2.3 A- = 90 - 92.99% 3.7 C = 73 - 76.99% 2.0 B+= 87 - 89.99% 3.3 C- = 70 - 72.99% 1.7 B = 83 - 86.99% 3.0 D+= 67 - 69.99% 1.3 B- = 80 - 82.99% 2.7 D = 63 - 66.99% 1.0 The average grade for this course will be a 3.6 or lower. Please note that all written assignments are due via Carmen before class. My drop box closes when class begins. I do not accept late assignments, intentionally simulating real world expectations. Please have access to your assignment in class and be prepared to actively participate in class discussions. Page lengths noted are general guidelines for length; format as you see fit to respond to the assignment. Class participation is a significant portion of your grade as brand management requires persuasive oral communication. Grading is based on your demonstrated knowledge of the course content and active, quality participation in class discussions. You are expected to have completed the assignments and be prepared to discuss their content. If you have any difficulties or issues with class participation expectations, please let me know. Course Policies 1. Regular attendance is expected. In cases of valid family, health or safety emergencies, students must contact me prior to the administration of the assignment. In general, work related conflicts or overlapping requirements due in other classes are not valid excuses for missing project deadlines. 2. Be prompt and seated so we can begin class on time. If you have an unforeseeable issue that requires you to be late or leave early from class, please notify me prior to class. 3. Please bring name plates to every class. 4. You may use your laptops in class to work on content for this class only. 5. Please be particularly prompt, respectful, attentive and engaged with guest speakers. They are generously donating their time and wisdom for your benefit. Office Appointments I am available to discuss issues of concern to you on an individual basis by appointment. Please set up this appointment with me via email or phone. So that I can be better prepared for your visit, please give me a general idea of the topic you’d like to discuss. Appointments are typically 15 minutes. If you believe you will require more time, please request a longer appointment. My office is Fisher 050. Course Schedule January 9: Brands and Strategic Brand Management Reading: Course Syllabus Additional Reading posted on Carmen: Interbrand Best Global Brands, Brands Millennials Love (select from lists) Chapter 1 – pp. 29-33 of textbook. Assignment: Prepare for favorite brand discussion (posted on Carmen). Discussion only, no paper due 2 January 11: Building a Strong Brand Reading: The Brand Report Card Chapter 2, pp. 49-68, Chapter 9 pp. 296-302 Assignment: Assess Your Brand January 18: Brand Positioning Reading: Chapter 3 of SBM Chapters 1, 6 of Competitive Positioning: Best Practices for Creating Brand Loyalty (in Course Pack) Assignment: I Am a Brand January 23: Brand Positioning Reading: Metabical Case Study Assignment: Metabical Case Study January 25: Brand Strategy Reading: Note on Marketing Strategy January 30: Brand Planning Reading: Chapter 5 Assignment: Submit roster for group projects (5 people) via Carmen. One member should submit the roster for your team. February 1: Growing and Sustaining Brands Guest Speaker: Chris Flora, Brand Manager, California Pizza Kitchen, Nestle Reading: Chapter 13 Assignment: Brand Analysis – Group Project February 6: New Products and Brand Extensions Guest Speaker: Craig Humphries, Director, Consumer Insights and Analytics, Scotts Miracle-Gro Reading: Chapter 12 Assignment: Oscar Mayer Case Study February 8: New Products and Brand Extensions Guest Speaker: Steve Robinson, Vice President, Therapeutic Nutrition, Abbott Reading: Chapter 6 3 February 13: Integrated Marketing Communications Assignment: Mountain Dew Case Study – Group Project February 15: Integrated Marketing Communications and Brand Management Careers Assignment: Chapter 15 February 20, 22: Strategic Brand Management – in Practice Assignment: 2018 Brand Plan – Group Project Group Projects continue through next class Disability Statement Students with disabilities that have been certified by the Office for Disability Services will be appropriately accommodated and should inform the instructor as soon as possible of their needs. The Office for Disability Services is located in 098 Baker Hall, 113 W. 12th Avenue; telephone 292-3307, TDD 292- 0901, VRS 429-1334; http://www.ods.ohio-state.edu/. Academic Integrity It is the responsibility of the Committee on Academic Misconduct to investigate or establish procedures for the investigation of all reported cases of student academic misconduct. The term "academic misconduct" includes all forms of student academic misconduct wherever committed; illustrated by, but not limited to, cases of plagiarism and dishonest practices in connection with examinations. I am obligated by university rules to report all instances of alleged academic misconduct to the committee (Faculty Rule 3335-5-487). For additional information, see the Code of Student Conduct at http://studentconduct.osu.edu. Sanctions for the academic misconduct could include a failing grade in this course and suspension or dismissal for the University. If you have any questions about this policy please contact me. 4 Assignment Questions Assignment #1 Prepare for class discussion only; no written assignment. Select your favorite brand from Interbrand Top 50 Brand for Millenials, or other personal favorite. Be prepared to discuss: What is your favorite brand? Why? What makes it an outstanding brand? Note that the Interbrand list includes corporate brands, who may own brands that may be of interest to you, e.g. Toyota’s Lexus. Assess Your Brand As with ALL written assignments: Submit via Carmen prior to class; have access to the assignment in class, for class. All page lengths noted are rough guidelines. 2 pages. 1. Rate and critically evaluate your favorite brand using The Brand Report Card criteria. 2. What strengths can it leverage? What weaknesses should it address? Is the brand strongly positioned versus competition or vulnerable? Why? For each class and major subject, consider these Tips for your final project, the 2018 Brand Plan. Brand Plan Tip: What are the leverageable strengths of your brand? Where is your brand vulnerable? How does that influence your 2018 Plan? How can your brand win versus relevant competition? I Am a Brand Submit via Carmen, 2 pages. Bring a second copy to class, for discussion. Consider your career after graduation and your first job after business school. How do you want to build “your brand?” 1. Consider yourself as a brand. Identify strong, favorable and unique associations with your brand. What would you like your colleagues to think of when your name came to mind? 2. Develop a positioning statement for ‘you the brand’ using brand positioning format in Competitive Positioning chapters (in Course Pack). 3. Develop a brand mantra that captures the essence of your brand positioning. Brand Plan Tip: What is your brand’s positioning? Should it be refined? How? Do the brand’s marketing strategy and marketing plans reinforce the brand’s positioning? Metabical Case 3 pages. 1. Who is the ideal target consumer? Why? 2. How should Metabical be positioned? (Use brand positioning framework in Creating Brand Loyalty chapter) Why? 3. What are Metabical’s leverageable points-of-difference? 4. Which of the advertising agency’s concepts best communicate your brand positioning, for each audience (DTC and medical professionals)? Why? 5. Is the Year 1 Marketing Plan optimal? How would you reallocate funds (or not) to improve sales performance? Why? Brand Plan Tip: Is your brand’s strategy available in the public domain? What is it? If not, what do you believe the brand strategy is? Is it optimal? 5 Brand Analysis 3 pages. Select one of your team’s favorite brands from the first class.